Googleopoly refers to the antitrust Google-DoubleClick anti-competitive claims and effects.

It is argued[who?] that the essence of online advertising market is the exceptional interrelationships among segments, networks, people, products, services, and technologies. These are argued[who?] to be highly interdependent markets rather than separate and distinct.

If this is applicable, Google -- the dominant web search engine—and DoubleClick-- the dominant banner-ad provider—will broadly control the way traffic and money flow across the World Wide Web, and this merger would substantially lessen competition.[neutrality is disputed]